AP LAB

Audemars Piguet

Nestled in the heart of Harajuku is AP LAB, the newest Audemars Piguet concept. It is designed as a multi-sensory and playful experience for clients, appealing to a younger audience and engaging with a more female target demographic. The shop's approach is both eye-catching and works as an ode to the AP Musée Atelier, featuring a golden metal openwork facade. For the general public, the journey inside of the venue is separated into two levels: at street level, they encounter several challenges aimed to acquaint them with the art of crafting Audemars Piguet's timeless watches. These included a tactile guessing game for different materials used in watchmaking, assembling the mechanics of a clock face, and determining how the watch can ascertain the moon’s relative position to the earth. Once completed, guests will then continue to the upper level, where they can explore hands-on techniques that watchmakers use to perfect their craft.